Consumer animosity, country of origin, and foreign entry-mode choice: a cross-country investigation

• Autores: Cher-Min Fong, Chun-Ling Lee, Yunzhou Du
• Localización: Journal of International Marketing, ISSN-e 1547-7215, Vol. 22, Nº. 1, 2014, págs. 62-76
• Idioma: inglés
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• Resumen

  • Drawing on the perspective of country of origin, this study provides evidence regarding how entry-mode choice and postentry branding strategy affect foreign product purchase intentions in an animosity context. The authors conduct two studies in two host country markets, one with high animosity (China) and the other with low animosity (Taiwan) toward a target country (Japan). The results of Study 1 reveal that in a high-animosity host country, consumers prefer the foreign products launched through an acquisition joint venture to those that are imports or the derivatives of full acquisition. The findings of Study 2 indicate that in a high-animosity host country, consumers prefer the foreign products launched through an acquisition joint venture mode that adopts a local brand or a local-foreign cobrand to one that adopts a foreign-local cobrand. In contrast, in a low-animosity host country, entry modes and postentry branding strategies have no effect on foreign product purchase intentions.